When I first found out that Amazon was creating a fashion line, I was somewhat dubious. Amazon tends to be my go-to for lightbulbs, books and shelving units, but fashion? Not so much. However, after I tried on a coat from the brand's in-house label, Find, I couldn't help but change my tune.
Who What Wear
I've lost count of the number of times I've been complimented on this coat (pictured above), a sentiment echoed by Who What Wear contributor and fellow Find coat-owner, Emily Dawes. The fit is on-point and the finish looks super high-end, plus it's warm on chilly mornings, which is always a win when you live in the UK. The more I asked around, the more I heard other editors singing the praises of this lesser-known high-street brand: One waxed lyrical about its Find boots, while another expressed their satisfaction with a woolly jumper.
So yes, the imagery isn't the best in the world, but if you can get past this, you'll find a pretty winning edit waiting for you. For A/W 19, Find has gone to town on versatile staples such as midi dresses, tailored trousers, chunky boots and well-cut denim. It's essentially a ready-made capsule in the making. Scroll down to see and shop our complete Amazon Find edit.